Facebook: Mobile’s Share of Users – and Ad Revenues – Keeps Growing

Facebook released its Q1 earnings yesterday, showing mobile’s growing influence on the social network, consistent with various recent research reports (such as this one). According to the release, the number of mobile monthly active users (mobile MAUs) grew by more than 10% quarter-over-quarter, to reach more than three-quarters of total monthly active users worldwide. Mobile-only monthly active users also grew by more than 20%, exceeding 10% of the total.

Along with those increases: mobile’s share of ad revenues keeps growing. For Q1, mobile’s share reached approximately 30%, which is up from 23% in Q4 2012 and 14% in Q3.

So how much was a user worth to Facebook in Q1? According to its release, worldwide average revenue per user (ARPU) was $1.35, down slightly from $1.54 in Q4, but up from $1.21 a year earlier. On a regional basis, ARPU topped out at $3.50 in the US and Canada, up from $2.90 in Q1 2012.

Other Findings:

Total monthly active users (MAU) were 1.1 billion in Q1, up from 1.06 billion the prior quarter and 901 million in Q1 2012.

Facebook counted 665 million daily active users, up almost 8% from 618 million in Q4 2012. Growth in the US and Canada, was more muted, at about 3%.

Advertising revenue in Q1 was $1.25 billion, accounting for 85% of total revenues, with that proportion relatively unchanged from Q4.